Coca-Cola brings happiness to overseas Filipino workers this Christmas

Developed by McCann Worldgroup Philippines, a video was produced based on the fact that more than 11 million Filipinos have left their families to find better opportunities abroad and have not returned home for years.

Coca-Cola has reunited three OFWs with their families for the holiday. The tear-jerking video features the journeys of X-ray technologist Joe Marie Ballon, caregiver Leonie Villanueva and babysitter Joey Doble from the countries they are working back to their homes in Illoilo City, Quezon City and Pampanga in the Philippines. They have been away from home for five, nine and eleven years, respectively.

The English-version video has been viewed for over 820,000 since it was posted on YouTube on 1 December. It has since received more than 11,000 likes.

Bernadette Chincuanco, managing partner at McCann Erickson, noted that this campaign is a salute to the OFWs who fight to stay positive every day though they are worlds apart from their families. "We’re proud that through Joe Marie’s, Joey’s and Leonie’s stories we were able to share and promote happiness.”

Anubha Sahasrabuddhe, marketing director at Coca-Cola, meanwhile said, “We’re very happy with the overwhelming response to 'Where Will Happiness Strike Next: The OFW Project'. This campaign upholds Coca-Cola’s commitment to bring out intrinsic Filipino positivity, share happiness stories and hopefully create positive changes among Filipinos all over the world.”

Credits
Client Coca-Cola Export Corporation
Agency McCann Worldgroup Philippines
Executive creative director Peter Acuña
Creative director Mervin Ignacio
Head of art Che Soriano
Account director Mutch Wright
Account managers Jen Santos, Macy Magpayo
Digital MRM Philippines
Director Marla Ancheta
Producer Aldous Pagaduan
Production house Informer